A day prior
to the national launch of the Tata Bolt, the company has rolled out a unique
digital campaign to create buzz for the all-new hatchback.
is designed to pan out like a reality show, four highly popular Twitter
influencers - Abhishek Asthana (@GabbbarSingh), Apoorv Sood (@Trendulkar),
Rahul Nanda (@RahulNanda86) and Ashwin Mushran (@AshwinMushran) who
cumulatively having over 91,000 followers have been appointed by Tata Motors
for this digital campaign. The four influencers are enclosed in glass cubicles,
and will try to get the symbolic Bolt key by generating digital buzz amongst
their followers using #GetSetBolt.
across Twitter, Facebook and other social media pages will follow their
progress through a series of videos, updates from the Bolt brand page and the
influencer’s Twitter handle. The influencer who manages to generate maximum
buzz through their followers will be able to snatch away the Bolt key and will
be a proud owner of the most dynamic hatchback. The winner will be announced on
January 22nd as the company launches the bolt nationally.
Delna Avari, Head - Marketing Communications,
Passenger Vehicles, Tata Motors, said “With the Bolt, we are all set to create
benchmarks in the industry and our marketing objective behind this unique
digital campaign is to bring another innovation from Tata Motors in the digital
space. This approach allows us to truly engage with our target audience and
establish the brand even ahead of its launch.”
has been conceived and executed by DigitasLBi India.
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